Keystone College of Business and Technology

Module #1 Paid Social Media Advertising Strategy Overview

1.1 What is Paid Social Media Advertising?

1.2 The Paid Social Media Advertising Opportunity

1.3 Paid Social Media Advertising vs Organic Social Media Reach

1.4 Audience/Buyer Stages and the Social Media Advertising Funnel

1.4.1 What Are Audience/Buyer Stages?

1.4.2 Understanding Your Customers

1.4.3 Let's Talk! Are you in a Funnel?

1.5 Paid Social Media Marketing Strategy

1.5.1 Identify Your Goals

1.5.2 Desired Actions

1.5.3 Audience Type and Audience Name

1.5.4 Social Media Platforms

1.5.5 Advertising Metrics and Targets

1.5.6 Cost per Metrics, Cost per Metric Targets and Campaign Budget

1.6 Let’s Do It! What's Your Strategy?

Let's Review

Module #1 Quiz

Module #1 Conclusion

Module #2 Facebook Advertising

2.1 Facebook Advertising Overview

2.1.1 Benefits of Advertising on Facebook

2.1.2 Facebook Demographics

2.1.3 Further Resources for Setting up Facebook

2.1.4 Boosted Posts vs Facebook Ads

2.1.5 Facebook Ad Placements

2.1.6 Let's do it! Facebook Advertising Examples

2.2 Facebook Advertising Guidelines

2.2.1 Let's Do It! Great or Grate?

2.3 Business Tools

2.3.1 Meta Business Suite

2.3.2 Facebook Page

2.3.3 Ads Manager

2.3.4 Audience Insights

2.4 Facebook Ads Structure

2.5 Facebook Advertising Funnels

2.5.1 Ad Content for Different Audience/Buyer Stages

2.5.2 Let’s Do It! Are You Feeling Content?

Let's Review

Module #2 Quiz

Module #2 Conclusion

Module #3 Creating Facebook Ads

3.1 Campaign Level

3.1.1 Select your Campaign Objective

3.1.2 Let's Do It! Don't Objectify Me!

3.2 Ad Set Level

3.2.1 Budget and Schedule

3.2.2 Audience Targeting

3.2.3 Let's Do It! Audience Personas

3.2.4 Core Audiences

3.2.5 Custom Audiences

3.2.6 Lookalike Audiences

3.2.7 Let's Talk! Are You Boxing In Your Audience?

3.2.8 Ad Placements

3.2.9 Messenger Ad Placement

3.2.10 Optimisation and Delivery

3.3 Ad Level

3.3.1 Identity

3.3.2 Format

3.3.3 Let's Do It! Find a Format

3.3.4 Media

3.3.5 Let's Do It! Time To Get Creative!

3.3.6 Primary Text

3.3.7 Headline

3.3.8 Description, Destination and Display Link

3.3.9 Call To Action (CTA) Button

3.3.10 Publishing and Ad Approval

Let's Review

Module #3 Quiz

Module #3 Conclusion

Module #4 Facebook Ads in Detail Overview

4.1 The Facebook Pixel

4.1.1 Benefits of the Facebook Pixel

4.1.2 Creating a Facebook Pixel

4.1.3 Installing the Facebook Pixel on Web Assets

4.1.4 Testing the Pixel

4.1.5 Standard Events and Custom Conversions

4.1.6 Custom Audiences and Audience/Buyer Stages

4.1.7 Example: King Kong

4.1.8 Let’s Talk! Leave Me Alone!

4.2 Campaign Measurement and Optimisation

4.2.1 Data Sources

4.2.2 Align Metrics to Audience/Buyer Stages

4.2.3 Conversions

4.2.4 Let's Talk! Metrics That Matter!

4.2.5 Ads Manager Dashboard

4.2.6 Customising the Columns

4.2.7 View Charts

4.2.8 Tracking Your Spend

4.2.9 Return on Ad Spend

4.2.10 Benchmark Against Other Platforms

4.2.11 Troubleshooting Ad Performance

4.2.12 A/B Testing

4.3 Community Management

Let's Review

Module #4 Quiz

Module #4 Conclusion

Module #5 Instagram Advertising Overview

5.1 Overview of Instagram Advertising

5.1.1 Benefits of Advertising on Instagram

5.1.2 Instagram Demographics

5.1.3 Instagram Advertising Resources

5.1.4 Instagram Business Accounts

5.1.5 Instagram Ad Placements and Formats

5.2 Let's Talk! Favourite Instagram Ad

5.3 Instagram Paid Ad Campaigns

5.3.1 Instagram Campaign Structure Overview

5.4 Creating Great Ads

5.5 Measuring Instagram Ad Performance

5.6 Instagram Shopping

Let's Review

Module #5 Quiz

Module #5 Conclusion

Module #6 LinkedIn Advertising Overview

6.1 Introduction to LinkedIn Advertising

6.1.1 Benefits of Advertising on LinkedIn

6.1.2 Demographics on LinkedIn

6.1.3 Further Resources for Setting up LinkedIn Advertising

6.2 LinkedIn Paid Ad Formats

6.2.1 Sponsored Content

6.2.2 Message Ads

6.2.3 Conversation Ads

6.2.4 Text Ads and Dynamic Ads

6.2.5 Lead Generation Forms

6.2.6 Let's Do It! Rate an Ad

6.3 Setting up a LinkedIn Ad Campaign

6.3.1 Set Up Your Campaign and Choose an Objective

6.3.2 Select Target Audience

6.3.3 Select Ad Format

6.3.4 Ad Placement

6.3.5 Select Budget and Schedule

6.3.6 Conversion Tracking

6.3.7 Create a New Ad

6.3.8 Let's Do It! LinkedIn or Facebook?

6.4 Optimise Your Campaign

6.4.1 Split Test

6.4.2 Review Target Audience

6.4.3 Installing the LinkedIn Insights Tag

6.5 Measuring LinkedIn Ad Performance

Let's Review

Module #6 Quiz

Module #6 Conclusion

Module #7 Twitter Advertising Overview

7.1 Overview of Twitter Advertising

7.1.1 Benefits of Twitter Advertising

7.1.2 Demographics of Twitter

7.1.3 Resources for Setting Up Twitter Ads

7.2 Ad Formats

7.2.1 Promoted Tweets

7.2.2 Video

7.2.3 Cards

7.2.4 Promoted Trends

7.2.5 Let's Talk! Twitter Ad Formats

7.3 Quick Promote

7.4 Twitter Campaigns

7.4.1 Set Your Objective (Campaign Level)

7.4.2 Define Campaign Details (Campaign Level)

7.4.3 Set Your Ad Group Budget and Bid Strategy (Ad Groups Level)

7.4.4 Set Your Targeting (Ad Groups Level)

7.4.5 Select Placements (Ad Groups Level)

7.4.6 Develop Your Creatives (Ad Groups Level)

7.4.7 Add New Ad Groups or Review and Launch Campaign

7.5 Twitter Ads Best Practice

7.6 Measuring and Optimising Twitter Ad Performance

Let's Review

Module #7 Quiz

Module #7 Conclusion

Module #8 YouTube Advertising Overview

8.1 Introduction

8.2 Benefits of Advertising on YouTube

8.2.1 Demographics of YouTube Users

8.2.3 YouTube Resources

8.3 YouTube Advertising Formats

8.3.1 Skippable and Non-skippable In-stream Ads

8.3.2 Discovery Ads

8.3.3 Bumper Ads

8.3.4 Other Ads Formats

8.3.5 Let's Talk! What Ad Format Would You Choose?

8.4 How to Create YouTube Ads

8.5 Creating Effective YouTube Ads

8.6 Measuring YouTube Ad Performance

Let's Review

Module #8 Quiz

Module #8 Conclusion

Module #9 TikTok Advertising Overview

9.1 Introduction to TikTok Advertising

9.2 Advertising on TikTok

9.3 Types of TikTok Ads

9.3.1 Top View Ads

9.3.2 Branded Takeover Ads

9.3.3 In-Feed Ads

9.3.4 Branded Hashtag Challenge

9.3.5 Branded Effect Ads

9.3.6 Spark Ads

9.4 TikTok Ads Manager

9.4.1 Benefits of TikTok Ads Manager

9.4.2 Step-by-step guide to creating a TikTok Ads Manager account

9.4.3 Common Reasons Accounts Are Not Approved

9.5 Creating A TikTok Ad Campaign

9.5.1 Create a Campaign

9.5.2 Choose an Objective

9.5.3 Name Your Campaign & Set Budget

9.5.4 Budget Choices

9.5.5 Name your ad group and select placements

9.5.6 Automated Creative Optimisation

9.5.7 Target Your Audience

9.5.8 Set Ad Group Budget and Schedule

9.5.9 Bidding Strategy and Delivery

9.6 Let’s Do It! Find a Great TikTok Ad

9.7 Creating Your Ads

9.7.1 TikTok Advertising Best Practices

9.7.2 Sound and Captions

9.7.3 TikTok Promote

9.7.4 Minimum TikTok Ad Budgets

Let’s Review

Module #9 Quiz

Module #9 Conclusion

Module #10 Influencer Marketing and Social Shopping

10.1 Introduction to Influencer Marketing

10.2 Benefits of Influencer Marketing

10.3 Let’s Talk! Who Do You Know?

10.4 Influencer Campaigns

10.5 Influencer Marketing and the Social Media Platforms

10.5.1 Instagram Influencers

10.5.2 YouTube Influencers

10.5.3 Facebook Influencers

10.5.4 Twitter Influencers

10.6 Measuring Influencer Marketing Performance

10.7 Let’s Do It! Find an Influencer

10.8 Social Shopping Overview

10.8.1 Instagram Shopping

10.8.2 Facebook Shops

10.9 Let's Do It! Go Shopping!

Let's Review

Module #10 Quiz

Module #10 Conclusion

NAT10904003 Plan, manage and optimise paid social media marketing – Feedback

Let's Assess – Assessment Task 1 – Built-in submission option (delete this lesson if using the integration option)

Let's Assess – Assessment Task 1 – Integration option (delete this lesson if using the built-in submission option)

NAT10904003 Assessment Task 1 Feedback

Let's Assess – Assessment Task 2 – Built-in submission option (delete this lesson if using the integration option)

Let's Assess – Assessment Task 2 – Integration option (delete this lesson if using the built-in submission option)

NAT10904003 Assessment Task 2 Feedback

NAT10904003 Plan, manage and optimise paid social media marketing – Conclusion